Sustainable Product Strategy in Apparel Industry with Consumer Behavior Consideration
Sustainable Product Strategy in Apparel Industry with Consumer Behavior Consideration
复制标题
考虑消费者行为的服装行业可持续产品策略
DOI：
10.3390/su9060920
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发表时间：
2017-06-01
期刊：
影响因子：
3.9
通讯作者：
Dong, Shaozeng
中科院分区：
文献类型：
--
作者：
Yang, Liu;Dong, Shaozeng
本文试图分析服装行业的可持续产品战略，特别是针对一家正在考虑推出部分由回收材料制成的可持续产品的公司。考虑中有两类消费者，即有环保意识的消费者和常规消费者，因为他们对可持续产品有不同的感知价值。本文提供了一个分析模型，旨在确定企业在哪些条件下可以从采用可持续产品战略中受益。可持续发展的水平取决于盈利能力和成本之间的权衡，如果更多的消费者重视可持续产品，公司将提高其可持续发展水平，获得更高的利润。这是因为边际利润增加和需求扩张的共同作用。此外，该模型还进一步扩展，以解决该公司可以管理消费者细分的情况。根据参数设置，公司可能会瞄准不同的消费者细分市场，而且管理消费者细分市场总是有一个成本门槛。当将普通消费者转变为环保意识的成本不高时，该公司将努力将所有消费者转变为环保意识；否则，该公司将把部分消费者转变为环保意识。
The article attempts to analyze sustainable product strategy in apparel industry specifically addressing a firm that is considering launching a sustainable product partly made from recycled materials. There are two types of consumers under consideration, environmentally conscious and regular consumers, as they have different perceived values for the sustainable products. The article provides an analytical model aimed to identify conditions under which a firm could benefit from adopting sustainable product strategy. The level of sustainability is determined by the trade-off between profitability and costs occurred and if more consumers value sustainable products, the firm will increase its sustainable level and get a higher profit. This is because of a combination effect of an increasing marginal profit and demand expansion. Moreover, the model has been further extended to address a situation where the firm could manage consumer segmentation. Depending on parameter settings, the firm may target different consumer segments and there is always a threshold of cost for managing consumer segments. When converting regular consumers to be environmentally conscious is not costly, the firm will convert all consumers to be environmentally conscious with great efforts; otherwise, the firm will convert part of consumers to be environmentally conscious.